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Social Media Growth for Cleaning Companies: What Works
September 15, 2025
If you run a cleaning business, you’ve probably asked yourself: is social media really worth the effort? I get it.
Between managing staff, handling clients, and ensuring jobs get done, posting on Instagram or TikTok can feel like the last thing on your to-do list.
But here’s the truth: social media isn’t just “nice to have” anymore. It’s where your future customers are hanging out, making buying decisions, and checking if you’re legit before they even pick up the phone.
And it’s not just theory. According to Statista, over 4.8 billion people worldwide use social media in 2025—that’s more than half the planet.
Even better for you?
Local service businesses like cleaning companies often see faster results because people actually search locally and need a service ASAP.
Which Platforms Actually Work for Cleaning Businesses
First things first: you don’t need to be everywhere. You don’t have to stress about posting on ten different platforms. The key is picking the ones where your customers spend their time.
If you’re mainly doing residential cleaning, Facebook and Instagram are your bread and butter.
Why?
Because that’s where local homeowners scroll, especially in community groups. Facebook Groups for neighborhoods are gold mines. Post a before-and-after video and you’ll have comments rolling in from people saying, “Do you service [this area]?”
Now, if you’re leaning into commercial cleaning, you want to add LinkedIn into the mix.
Property managers, office managers, and small business owners actually spend time there. A solid LinkedIn profile plus a couple of case-study posts can open doors to bigger contracts.
And don’t underestimate TikTok.
I know, you might be thinking, “But do people really look for cleaners on TikTok?” Yes short-form video is exploding.
Cleaning and organizing videos rack up millions of views (ever seen those “satisfying cleaning” clips?). A quick 20–30 second before-and-after can showcase your work and double as an ad later.
Quick cheat sheet for you:
- Facebook/Instagram → Best for residential, local leads, and community groups
- TikTok/Reels → Viral before/after videos, brand visibility, younger homeowners
LinkedIn → B2B, commercial cleaning, long-term contracts
Content Types That Get Attention
Now let’s talk about what to post. Because “posting random stuff” is the fastest way to burn out and get no results.
Here’s what consistently works for cleaning companies:
1. Before-and-After Videos
These are your secret weapon. People love seeing a transformation. A 30-second time-lapse of a dirty carpet going spotless or a messy office turning pristine is not only satisfying—it builds trust. They can literally see the quality of your work.
2. Client Testimonials and Reviews
Instead of just saying “we’re reliable,” let your clients say it for you. A quick video testimonial or even a screenshot of a Google review with a nice background goes a long way. According to BrightLocal’s 2024 survey, 87% of consumers read online reviews before hiring a local service source.
3. Educational or “Value” Posts
This could be tips like “3 ways to keep your office bathroom fresh between professional cleans” or “DIY stain removal tricks.” You’re not giving away your job—you’re building authority. People trust the experts who give free advice.
4. Behind-the-Scenes Content
Show your team in action, introduce staff, or share the “human” side of your business. It makes you relatable. Customers don’t just buy cleaning—they buy peace of mind, reliability, and trust in the people coming into their home or office.
A Repeatable Posting System
Here’s where most people fall off—they post for a week, then get busy and ghost their own page. The trick is having a system so you don’t reinvent the wheel every week.
One of my favorite hacks is repurposing. Record one longer video (say, a deep clean job or walkthrough) and cut it into smaller pieces:
- 1 full-length YouTube or Facebook video
- 4 short TikTok/Reels clips
- 5 image posts (screenshots, quotes, before/after stills)
- 1 blog post or email newsletter
That’s a month of content from just one job.
Want something even simpler? Stick to a 3-post-per-week schedule:
- Monday → Before-and-After
- Wednesday → Quick Tip or Team Spotlight
- Friday → Client Review/Testimonial
That’s it. Consistency beats complexity every single time.
Turning Followers Into Paying Clients
Okay, so let’s get real followers don’t pay the bills. Bookings do. How do you move people from scrolling to scheduling?
Here’s the formula: great content + clear calls-to-action (CTAs) + local targeting.
Let’s break it down:
- Always include a CTA. Even if it’s simple like, “DM us for a free quote” or “Book today and get 10% off your first clean.”
- Use links. Make sure your bio or post links to your booking page, not just your homepage. Remove friction.
- Run small local ads. A $50 geo-targeted ad around your service area can put your before/after video in front of thousands of nearby homeowners. According to WordStream, the average cost-per-click for cleaning services is just $2–$3 source. If one new client books, it more than pays for itself.
One of my clients tried this: she posted a 20-second Reel of a carpet cleaning job, boosted it for $75 in her city, and landed 4 new recurring clients. That’s the power of pairing content with targeting.
Cold Outreach for Commercial Accounts
Now, if you’re trying to land bigger commercial cleaning contracts, social alone might not cut it. This is where cold outreach comes in—think email and LinkedIn.
Here’s a simple playbook:
- Build a list of property managers, office managers, or facility directors in your city.
- Connect on LinkedIn with a short note like: “Hi [Name], I help local offices stay spotless with flexible cleaning plans. Happy to share one quick idea if you’re open to it.”
- Send a short, value-driven email sequence (not spammy, just helpful). Example:
- Email 1: Share a quick case study of how you saved another client time/money
- Email 2: Follow up with one specific tip (like reducing sick days with cleaner air filters)
- Email 3: Offer a free “2-minute cleaning audit” of their office
You’re not just selling, you’re showing value upfront.
Tools, KPIs, and a 30-Day Sprint Plan
You don’t need fancy tools to start, but a few things make life easier:
- Scheduling: Buffer or Later so you’re not glued to your phone
- Video Editing: CapCut or InShot (both free and easy)
- CRM/Outreach: HubSpot CRM (free) or Pipedrive for keeping track of leads
- Email Finder: Hunter.io or Snov.io to build your commercial outreach list
As for KPIs (key performance indicators), don’t just measure likes. Track things that actually matter for your bottom line:
- Engagement rate (are people interacting?)
- Clicks to your booking link
- Leads generated (inquiries, DMs, calls)
- Actual booked jobs
Set yourself a 30-day sprint. Commit to:
- Posting 3x per week
- Running one $50–$100 ad test
- Doing 20 LinkedIn connections and 20 outreach emails if you’re chasing commercial clients
At the end of the month, check: How many new inquiries? How many new clients? That feedback loop will show you what’s worth doubling down on.
Wrapping It Up
Social media for cleaning companies isn’t about going viral. It’s about building local trust and showing your work. Post consistent before-and-after videos, share real client reviews, target local areas, and do a bit of smart outreach. Steady posting brings steady clients—and that’s the real goldmine.
Contact me to get a free 30-day content calendar for cleaning businesses with ready-to-use captions and post templates.
Start getting those extra 2–3 bookings a week today!
"A good digital marketing strategy allows you to reach a wider audience with more personalized messages, helping your business grow in a smarter way."
– Neil Patel
